Our Story: 48 Years of Northeast Pride
Built by the Community, For the Community
A Legacy of Northeast Parade Since 1978
What began as a small community walk with 30 entrants has grown into a cornerstone of El Paso tradition. For 48 years, the NorthEaster Parade has been the heartbeat of our community—surviving changes, celebrating heroes, and bringing families together.
From a Small Jubilee to a City Landmark
1978: The Beginning
The tradition began as part of the Northeast World Jubilee (NWJ), sponsored by the Transmountain Optimists (TMO). Running from Sept 29 to Oct 2, the first parade featured 30 entrants and marched from Sunrise Shopping Center to Northpark Mall. It was a massive community effort involving the U.S. Army, local churches, schools, and civic groups.
1980: The Bunny is Born
As the festivities evolved, the parade moved to May and crowned its very first Grand Marshal, Pat Haggerty. Pat also took on the mantle of the Official NorthEaster Parade Bunny—a beloved role he continues to hold to this day. It was during the early 80s that the date was officially changed to the Saturday before Easter, and the name "NorthEaster Parade" was born.
1985 – 1994: Eras of Leadership
The Northeast Kiwanis assumed sponsorship in 1985, moving the starting point to Hercules and Diana Drive. In 1994, at the request of the Kiwanis, the Northeast Civic Leaders Council (NECLC) took over. It was during this time that the official NorthEaster Parade Committee was formed, with Mickey Fisher serving as Chairman until 2000.
2007: The Transmountain Optimist Foundation
The Transmountain Optimists (TMO) resumed sponsorship of the parade under the Transmountain Optimist Foundation. This year also marked a significant milestone as Tropicana Homes and Bobby Bowling became the Main Sponsors, ensuring the parade’s growth into the modern era.
2012 – 2015: Growth and Modernization
Mimbela Contractors, Inc. became the Main Sponsor in 2012, beginning a partnership that continues today. In 2015, the name was officially changed to the "Annual Transmountain Optimist NorthEaster Parade," and the event launched its first website and social media presence.
2018 – 2019: Record Breaking Years
2018: Our 40th anniversary saw the biggest turnout ever with the theme "First Responders are Super Heroes."
2019: The route changed to turn right on Hondo Pass, ending at Nations Tobin Park. The El Paso Rhinos Hockey Team served as Grand Marshals for the "Sports Eggstravaganza."
2020 – 2021: Resilience Through the Pandemic
After a cancellation in 2020 due to COVID-19, the parade returned in 2021 as a Virtual Parade themed "Back to the Future." With Joe Pickett as Grand Marshal, it was televised on CBS4 and K-FOX14. April 3, 2021, was officially declared "NorthEaster Parade Day" by County Commissioners.
The 44th parade was dedicated to the memory of Grace Elizabeth "Betty" Buroff, a founding committee member who served as our dedicated Registrar and Historian for decades.
2023: Leadership Transition
Longtime Chairman Jack Sturgis stepped back, with TMO President Jon Henry taking the chair and Edith Villigan being nominated as Co-Chair.
2024: A New Title and a Dedication
In honor of their years of support, naming rights were granted to create the 46th Annual Mimbela Family NorthEaster Parade. The event was dedicated to the memory of John “Jack” Frost Sturgis, honoring his nearly thirty years of faithful leadership.
2025: A Brand New Host
The Northeast Business Alliance (NEBA) Foundation became the new host sponsor. As a 501(c)(3) dedicated to providing scholarships for Northeast students, NEBA ensures that the proceeds from this beloved tradition invest directly back into the future of our local youth.
The 2025 Featured Grand Marshal
Honoring a Lifetime of Service: 1st Sgt. Dan Webb
Celebrating those who serve El Paso.
We are honored to announce that Army 1st Sgt. Dan Webb has been selected as the Grand Marshal for our 47th Northeaster Parade. This recognition celebrates Dan’s lifelong dedication, leadership, and commitment to serving our community. Dan’s tireless work for the homeless and our veterans has left an incredible impact. As the founder of Veterans at Breakfast, he has fostered a growing community of support for those who have served our country. Recently recognized by City Council through an official Proclamation, Dan’s love for the Northeast—especially its veterans—remains a shining example of compassion and leadership.
Recent Grand Marshals
Michael "Mickey" Gross
2024
A dedicated community leader and advocate for Northeast El Paso, Michael "Mickey" Gross led the 46th Annual Parade, representing the enduring spirit of local business and volunteerism.
Wayne Thornton
2023
The Voice of the Northeast. A UTEP Hall of Famer and 40-year veteran of El Paso Parks and Recreation. Wayne pioneered the UTEP Women’s Basketball program and the city’s "Midnight Basketball" initiative. Known for his catchphrase "Mellow as Jello," he spent decades creating youth programs and serving as Sun Bowl President, always ensuring the spotlight shined on others.
Dr. Richard Teschner
2022
The Guardian of the Mountains. A Professor Emeritus at UTEP and a tireless advocate for land conservation. Dr. Teschner is a key voice for the preservation of the Castner Range and serves as Vice Chair of the NEBA Foundation. His passion for the natural beauty of the "Great Northeast" has earned him the Conquistador Award and the Star on the Mountain.
Joseph C. "Joe" Pickett
2021
The Public Servant. A longtime representative of District 79, Joe Pickett’s political career began on the El Paso City Council in 1991. He served the Northeast and the wider community in the Texas House of Representatives for over two decades, championing infrastructure and community development.
The El Paso Rhinos
2019
Community Champions. More than just a championship hockey team, the Rhinos were honored for their incredible team effort in giving back. From shaving their heads for children’s cancer fundraisers to constant charity work, they embody the "team spirit" of El Paso.
Sheriff Richard D. Wiles
2018
The Law Enforcement Leader. An Andress High School alumnus who rose from Patrol Officer to Chief of Police and eventually County Sheriff. A graduate of the FBI National Academy, Sheriff Wiles led our "First Responders are Super Heroes" parade, representing decades of dedicated service to public safety and education.
Tony Lewis
2017
The Business Pioneer. Owner of Tony Lewis Collision and Paint and the founding president of the Northeast Business Alliance (NEBA). Tony is a champion for the Northeast business climate and environmental sustainability, famously promoting solar energy while supporting local charities like the Child Crisis Center.
Jennifer Han
2016
The World Champion. An Irvin High alumna and El Paso’s first World Boxing Champion. As an IBF World Champ and 3-time Golden Glove winner, Jennifer inspires the next generation of athletes at Han’s Oriental Martial Arts on Dyer Street.
Senator Eliot Shapleigh
2015
The Texas Statesman. A visionary leader known for his relentless advocacy for West Texas, education reform, and economic development during his tenure in the Texas Senate.
Carl Robinson
2014
The Neighborhood Voice. A lifetime resident of the Northeast and a dedicated public servant who represented the community as a Northeast City Representative.
Stanley Jobe
2013
The Community Builder. President of Jobe Concrete and Materials. A long-standing Bronze Sponsor of the parade, Stanley’s contributions have been foundational to the infrastructure and growth of our city.
John Mimbela Sr.
2012
The Title Benefactor. President & CEO of Mimbela Contractors, Inc. As our Title Sponsor since 2012, John’s "huge passion for the Northeast" saved the parade and ensured its future for generations to come.
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